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Technology-Enabled Experiential Marketing: Promotional Strategies Towards New Service Opportunities
Abstract
In recent years, there has been an increased interest from both academia and practitioners in the topic of customer experience. Companies nowadays are transforming their attention and endeavour to focus on memorable or customer experiences rather than premium prices or superior quality of products and services. Importantly, the value generated by unique customer experiences has a significant impact upon business performance in terms of customer commitment and customer loyalty. Along with the rapid and continuous development of ICT, the travel experience is no longer limited to services encounters on-site but is extended and dynamically created in both physical and virtual experience spaces. With the continuous proliferation of smart technology, travel industry has seen a radical transformation from product and service orientation to a customer-experience driven approach.
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